GDO success stories #1: the irresistible rise of Ecommerce

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The conclusion of the Sole 24 Ore is the same one we reached in an article some time ago in which we talked about the marketing strategies of the GDO : the main limit is to be found in the limited promotional budgets , in the in-store tools that are not very innovative and above all in a communication that struggles to understand the strong need for interactivity and personalization of the target audience . Now that we have traced some basic coordinates we can immerse ourselves in the context and see at work some of the digital marketing tactics that are producing the best purchasing (and selling) experiences.

The fourth edition (December 2021) of Netcomm's Digital FMCG Observatory, created bahamas whatsapp resource in collaboration with NielsenIQ, shows how, after the boom of 2020 (+146%), e- commerce provided the greatest push for business growth: 23.5% for a total of 1.8 billion euros in transactions, equivalent to 2.5% of the turnover of the entire FMCG (Fast-moving consumer goods) sector. According to the Observatory, the 0.4% increase in overall sales of large-scale distribution at a time of stagnation in sales of physical stores could be explained precisely by a compensation produced by e-commerce .